Nike expands swimwear to include a swim hijab

Dive Brief:

Nike introduced its Victory Swim Collection this week, which includes the Nike Victory Full-Coverage Swimsuit, the Nike Victory Swim Hijab, the Nike Victory Swim Tunic Top and the Nike Victory Swim Leggings, the activewear retailer announced on its website. The company created the collection in response to athletes' "passionate responses to the Nike Pro Hijab" and as part of its efforts to accommodate athletes across various backgrounds, body types and abilities, the company said in its announcement.
The collection was constructed from warp-knit fabric, which enables it to feel lightweight, breathable and quick-drying, according to the company's statement. The Swim Hijab has an integrated mesh pocket that secures hair in place during underwater movement.
The collection, which will be available to consumers through nike.com and at select retailers on Feb. 1, offers UPF 40+ sun protection. Its Nike Victory Full-Coverage Swimsuit and the Nike Victory Swim Tunic Top also have built-in sports bra with perforated cups, the brand noted in its statement.

Dive Insight:

Appealing to diverse consumers has been on Nike's mind for some time now. Nike announced its performance hijab for Muslim women athletes back in 2017, which was made from a dark, breathable polyester fabric.

The expansion into swimwear is the brand's latest effort to reach new customers with performance-focused athletic wear. Back in January, Nike also launched its debut apparel line dedicated to yoga, enlisting the help of celebrities like WNBA player Alana Beard and NBA player Kevin Love to push the discipline as a "secret workout weapon" for any athlete.

Its previous efforts seem to have worked. The women's arm of Nike's business experienced notable growth in the brand's fiscal 2019, growing in double digits. Per the brand's swimwear announcement, Nike's swimwear line aims to both improve swimwear functionality and cater to underserved athletes.

"The more we listened, the more possibility we saw to serve female athletes in new dimensions," Martha Moore, vice president and Nike creative director, said in a statement. "As we continue broadening our vision for innovation, we're excited to inspire more women to see themselves in sport by thinking creatively and designing inclusively. To us, Nike Victory Swim Collection shows the power of innovation to invite all women to discover the joy of sport."